``People will go to all lengths to find a specific hot toy -- and we want to encourage the same kind of dedication when it comes to safety, so we've combined the two elements in our Hotline,'' said David Miller, President of TMA. Leading the industry's ongoing commitment to parents, caregivers and children, TMA funded and launched the year-round hotline in 1999 to assist U.S. consumers with questions and concerns about toy safety, and to ensure that comprehensive and accurate information is available.

Helping consumers nationwide over the past year, the hotline functions as a public service that allows parents and caregivers to learn about toy safety and safe play. ``Toy safety is a priority of our industry, and we make it our responsibility to have that information readily available. Our Toy Safety Hotline gives the public access on a 24/7 basis to meet the demanding schedules of parents and caregivers,'' Mr. Miller continued.

The newest feature on the 877-4TOY-SAFETY hotline is a list of hot toys, including the name of the toy, the manufacturer's name and phone number and the suggested retail price; the list will be updated monthly based on U.S. toy sales data. Other menu options include general tips on toy safety, how to select and maintain safe toys and lists of allegedly hazardous toys publicized by other organizations. Instructions on how to order free brochures on toy safety, resources for toy safety information and toy testing criteria for manufacturers also will be available. Web site users can use a site search function to find specific or additional information not available on the toll free phone line. From the http://www.toyhotline.org site, users can link to other sections of the TMA site to find specific toys by trade name and links to manufacturers, online games and the more comprehensive information that the Internet format allows.

Stressing that toy manufacturers are also parents, the association is determined to make this holiday season the safest ever by making important and often-overlooked safety information widely available to parents and caregivers free of charge. These services provide an easy, accessible and positive environment for adults to obtain vital information to ensure safe play. TMA is also making available to retailers a special flyer with toy safety tips and the toy safety hotline information. Also offered from TMA is a 4TOY-SAFETY web banner. Toy manufacturers, retailers, safety organizations, parents' and children's groups, etc., and all who are concerned about toy safety can use this banner to provide a link from their Internet site directly to essential information about keeping children safe during play. The banner is located here.

Based on the study of product-associated injury data by the U.S. government's National Electronic Injury Surveillance System (NEISS), TMA believes nearly all toy-related injuries could be avoided. Therefore, the association cannot be more emphatic in urging parents, caregivers and children to follow the tips available through this hotline, as well as the instructions included with the toys.

``America's toy manufacturers are in the business of providing safe and fun playthings for children and they adhere to the strictest standards in the world,'' said David Miller of TMA.

TMA supports the industry's commitment to the production of safe toys, protecting the environment and educating parents and caregivers about safe play. Together with the U.S. government, TMA has led the world in the development of toy safety standards. For more than eight decades, toy manufacturers, retailers, regulatory agencies, consumers and the media have turned to the industry trade association as the source for toy safety information. With the Toy Safety Hotline, TMA is continuing that tradition.

TMA encourages the media to consult the Toy Safety Hotline number and web site for information on the toy industry, toy safety and parental concerns regarding toys during the holiday season and year-round. 1 (877) 4TOY-SAFETY [486-9723] and http://www.toyhotline.org or http://www.toy-tma.org [click on] ``4TOY SAFETY.''

SOURCE: Toy Manufacturers of America, Inc.

[Posted 11/02/2000]